This document provides a step-by-step guide to creating Facebook ad campaigns to generate leads. It discusses prerequisites like having a Facebook business page and defining campaign goals and audiences. It describes different types of lead generation ads and how to create them. It also covers tracking conversions, reading Facebook Ad Manager reports, and best practices for running Facebook ads like using bright colors and minimum budget requirements.

1. Step-by-Step Guide
to Generate Leads
with Facebook Ads

2. What’s Inside!
01
Creating Facebook Ad Campaigns: Prerequisites 02
Different Types of Lead Generation Facebook Ads 19
How to Create Facebook Lead Generation Ads 23
Facebook Ad Manager Reports 32
Best Practices of Running Facebook Ads 34

3. Creating Facebook
Ad Campaigns:
Prerequisites
CHAPTER 01

4. 04
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
1
Don’t have one? Here’s how you can
get it:
a) Go to ‘Create a Page’ on Facebook.
b) Choose the Category that best
describes your Business
You have the option to
change the category later
Have a Facebook Business Page01
!

5. 1
05
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
If your campaign goal is to… You should choose…
Encourage people to visit your website
Promote specific actions on your website
Boost posts & increase actions
Build audience on Facebook
Encourage people to install apps
Get more activity on apps
Promote events
Define your Campaign Goal02
Promote offers
Choose this option
for lead generation

6. 06
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
Define your Audience – by Location, Gender & Age03

7. 07
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
Broad Interest = Food/Drink
And by Interest
Precise Interest = Ice-Cream
Both ‘Interest’ options are available
on Facebook, but the user interface
may vary in different accounts.
! !

8. 08
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
Upload existing contacts (email IDs, phone numbers, application IDs) on Facebook & target ‘only’
those contacts with relevant ads.
And by Custom Audience

9. 09
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
Or by Lookalike Audience
Based on your Custom audience, Facebook finds people with similar profiles & creates a Lookalike Audience…

10. 10
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
Campaign cost options
CPC – Pay when someone clicks the ad
CPM – Pay for every 1000 impressions
Optimized CPM – Cost per 1000 impressions
optimized for people more likely to take an action
Campaign budget options
Set daily budget or
lifetime budget
Define your Budget04
Begin with CPC, as the aim is to generate
leads, not increase brand visibility.
!
Set daily budget, if you run one type
of ad continuously. Use lifetime
budget if you run ads for a certain
period of time.
!

11. 11
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
Create Ad Images05
Right column ad: 100 x 72 pixels
Newsfeed ads - max: 1200 x 630 pixel
min: 600 x 315 pixels
!
Facebook may modify the
dimensions of ad images
!

12. 12
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
0406 Setup Landing Page for Lead Capture

13. 13
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
04
• Create pixels (JavaScript code
snippets) to track conversions
• Add code to ‘Thank You’
page
07 Track you Conversions
Not a prerequisite, but needs to
be setup to get conversion
reports in Ad Manager!
!

14. 14
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
Log in to ‘Ads Manager’, click on the conversion tracking menu.
Click on the ‘Create Conversion Pixel’ button to begin the process.
Creating Conversion Pixel
1
2

15. 15
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
Creating Conversion Pixel
You will be directed to this pop-up, which will ask you for a:
Name - for your conversion pixel
Category - type of conversion action you want to track
3

16. 16
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
Creating Conversion Pixel
You will see a pop-up window with a JavaScript code. Copy & paste it on your ‘Thank You’ page.4

17. 17
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
Pixel has not been
embedded on the
‘Thank You’ page.
You can check the Pixel status here…
Creating Conversion Pixel
Pixel embedded
on a ‘Thank You’ page.
Pixel has not
rendered over
the last 24 hours
5

18. 18
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
a. While creating a Facebook ad, check
the ‘Conversion Tracking’ box under
‘Campaign, Pricing & Schedule’.
b. Once done, you can track all
conversions that happen off your
Facebook ad.
Embed Conversion Pixel on Thank You Page

19. Different Types of
Lead Generation Ads
on Facebook
CHAPTER 02

20. 20
Chapter 02- Different Types of Lead Generation Facebook Ads
Marketplace Ads
Drives Facebook users to an external
website/landing page
Lead Generation Ad: Type 1

21. 21
Chapter 02- Different Types of Lead Generation Facebook Ads
1
1
2
3
Sponsored Stories
Takes Facebook user to advertiser’s Facebook
Page
Prompts Facebook user to ‘Like’ the page
Takes Facebook user to external website or landing
page
Lead Generation Ad: Type 2

22. 22
Chapter 02- Different Types of Lead Generation Facebook Ads
Facebook Offers
Businesses share discounts with customers
Facebook users need to…
• claim the offer
• check their email for offer details
• redeem the offer at business’ physical location
Lead Generation Ad: Type 3

23. Steps to Create
Facebook Lead
Generation Ads
CHAPTER 03

24. 24
Chapter 03- How to Create Facebook Lead Generation Ads
Choose ‘Website Conversion’ option
Enter the website or landing page URL
Let’s start creating a Facebook Ad…
Go to Facebook ads create tool - https://www.facebook.com/ads/create/1
2
3

25. 25
Chapter 03- How to Create Facebook Lead Generation Ads
You can select up to 6 different images to create more ads in your campaign.
Creating Facebook Ad…
4

26. 26
Chapter 03- How to Create Facebook Lead Generation Ads
Desktop News Feed Right-hand Column
Creating Facebook Ad…
You can place the ad in both/or…5

27. 27
Chapter 03- How to Create Facebook Lead Generation Ads
Target custom audiences that you have created to reach the right people with your Facebook ads.
Creating Facebook Ad…
6

28. 28
Chapter 03- How to Create Facebook Lead Generation Ads
Target Facebook users by…
Creating Facebook Ad…
7

29. 29
Chapter 03- How to Create Facebook Lead Generation Ads
…and by…
Creating Facebook Ad…
8

30. 30
Chapter 03- How to Create Facebook Lead Generation Ads
As you go on choosing options, you will see the Audience Count, and Suggested Bid change
Creating Facebook Ad…
9

31. 31
Chapter 03- How to Create Facebook Lead Generation Ads
If you set the ‘lifetime’ budget, you will be prompted to define a start and end date for the campaign.
Creating Facebook Ad…
The last step is to set the budget and schedule your ad.1010

32. Facebook Ad
Manager
Reports
CHAPTER 04

33. 33
Chapter 04- Facebook Ad Manager Reports
Facebook Ad Manager Basics
2
Status -> active/paused/deleted
Results -> # of leads generated
Cost -> Cost per lead
Ad Reach -> # of unique users who viewed your ad
Freq. -> Average number of times each user saw your ad
CTR -> # of clicks / # of ad impressions
CPC -> Average cost per click
Facebook’s Ad Manager provides detailed information about all ad campaigns.

34. Best Practices
of Running
Facebook Ads
CHAPTER 05

35. 1. Text on images should not cover more than 20% of
the image.
2. Do not delete the conversion pixel. If you delete it,
you will have to recreate all the ads associated
with it.
3. Use Bright Colors that stand out from White and
Facebook Blue.
35
Chapter 05- Best Practices of Running Facebook Ads
Best Practices of Running Facebook Ads

36. • Your daily bid has to be twice the amount you choose per click. For instance, if you choose $2 / click, your daily
budget must be at least $4.
• Best practice is to bid within the amount suggested by Facebook.
36
Chapter 05- Best Practices of Running Facebook Ads
Minimum Budget Requirements

37. LeadSquared marketing software helps businesses capture and engage all
their online leads till they convert
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